Searching for two things at once: Establishment of multiple attentional control settings on a trial-by-trial basis

Recent work has demonstrated that attention can be configured to multiple potential targets in spatial search. However, this previous work relied on a fixed set of targets across multiple trials, allowing observers to offload attentional control settings to longer-term representations. In the present experiments, we demonstrate multiple attentional control settings that operate independently of space (Experiments 1 and 2). More important, we show that observers can be cued to different control settings on a trial-by-trial basis (Experiment 3). The latter result suggests that observers were capable of maintaining multiple control settings when the demands of the task required an attentional search for specific feature values. Attention can be configured to extract multiple feature values in a goal-directed manner, and this configuration can be can be dynamically engaged on a trial-by-trial basis. These results support recent findings that reveal the high precision, complexity, and flexibility of attentional control settings.     

The dynamics of consumer behavior: A goal systemic perspective

Like most behavior, consumer behavior too is goal driven. In turn, goals constitute cognitive constructs that can be chronically active as well as primed by features of the environment. Goal systems theory outlines the principles that characterize the dynamics of goal pursuit and explores their implications for consumer behavior. In this vein, we discuss from a common, goal systemic, perspective a variety of well known phenomena in the realm of consumer behavior including brand loyalty, variety seeking, impulsive buying, preferences, choices and regret. The goal systemic perspective affords guidelines for subsequent research on the dynamic aspects of consummatory behavior as well as offering insights into practical matters in the area of marketing.     

A dual-process model of brand extension: Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation

The success of a brand extension depends largely on the similarity between the brand and its extension product. Recent psychological and neuroscientific evidence supports a dual-process model that distinguishes taxonomic feature-based similarity from thematic relation-based similarity. In addition to providing a parsimonious organizational framework for prior brand extension research, this dual-process model also provides novel predictions about the processing and evaluation of taxonomic brand extensions (e.g., Budweiser cola) and thematic brand extensions (e.g., Budweiser chips). Results indicate that taxonomic and thematic similarities independently contribute to branding professionals' and lay consumers' evaluations of real and hypothetical brand extensions (Studies 1A and 1B). Counter-intuitively, thematic brand extensions are processed more rapidly (Study 2), judged more novel, and evaluated more positively than taxonomic extensions (Study 3). When induced to consider the commonalities between the brand and the extension product, however, taxonomic extensions are judged more novel and evaluated more positively (Study 3). Implications for brand extension and marketing more generally are discussed.     

LIVING RESEARCH: THE EXPERIENCE OF RESEARCHING SELF,OTHER, AND DISCOURSE

Although there is widespread agreement among psychologists that the self needs to be studied in context, how to actually study the interconnections between the self and environment can be challenging. This article describes a process of engaging in socially-embedded research by providing an inside view of the researcher's experience of working with such abstract concepts as culture, discourse, and the self. The background study consisted of three main layers of analysis, including (a) a narrative of one woman's reconstitution of self while recovering from anorexia nervosa, (b) an analysis of dominant discourses surrounding the discourse of recovery and treatment, and (c) a narrative of the research process including the discursive relationships of the researcher. This article focuses on this last phase and discusses the difficulties encountered when attempting to understand one's own relationship to various discourses. The researcher builds on constructivist conceptualizations of the self as the foundation for interpreting the texts selected as the data.     

Examining the contributions of desirable difficulty and reminding to the spacing effect

Although substantial evidence indicates that spacing repeated study events with intervening material generally enhances memory performance relative to massing study events, the mechanism underlying this benefit is less clear. Two experiments examined the role of reminding difficulty during the acquisition of material in modulating final memory performance for spaced repetitions utilizing recognition (Experiment 1) and recall tests (Experiment 2). Specifically, participants studied a list of words presented one or two times separated by one or five items. On each trial participants reported whether the item had been previously presented (i.e., repetition detection judgment), and the response latency served as a proxy for reminding difficulty such that longer response latencies reflected more difficult reminding. A third experiment extended this paradigm with the inclusion of a massed condition and novel lag conditions (three and ten items). Results revealed significant lag effects in final test performance across experiments despite comparable repetition detection difficulty between lag conditions during acquisition. Moreover, results from within-participant point-biserial analyses and mediation analyses converged on overall performance measures in suggesting that repetition detection difficulty failed to modulate final test performance in the current paradigm. Discussion considers the implications of the current results for mechanisms proposed to underlie the benefits of spaced study and spaced retrieval practice.